A couple of days behind the schedule (again), presenting the seventh episode of the collaboration of six bloggers: Portia (A Bottled Rose), Elena (The Plum Girl), Sheila (Alembicated Genie), Daisy (eau là là !), Old Herbaceous (Serenity Now Scents and Sensibilities) and Undina (Undina’s Looking Glass). If some of the participating blogs are also running late, please keep checking (or even better – subscribe!): we all are trying not to skip the month.
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This month’s word is: BRILLIANCE
How difficult do you think it would be to persuade an average “civilian” consumer to buy a 50 ml bottle of perfume for $375 or even $195? With Chanel Chance at $90/50 ml and Dior J’adore at $112/50 ml (with 100 ml bottles for both being still under $200), I wouldn’t be too optimistic in my forecasts. And it seems even less probable for the younger generation who just recently graduated from BodyShop or Fresh perfumes.
And yet, they are buying those more expensive Heretic, By Killian and Tom Ford perfumes. Why? Because of the brilliance of the Sephora‘s Merchandising Department (or whatever it’s called there): they were the first who realized that first Millennials and now Generation Z customers, who prefer YouTube to blogs and Instagram and TikTok to YouTube, would rather spend $30-$75 on a 10 ml travel spray from a luxury brand than do research and commit to a larger bottle of perfume that would get a much better “per ml” ratio.
It is not a rant about a younger generation. I actually applaud Sephora for their input into proliferating interest in “used-to-be” niche perfumes in the masses. I know that these days all smart brands and retailers try to follow the suit, and finally, we started seeing more and more of what I for years called “perfumista-size” bottles. But no other single retailer has the same number of “travel” options as Sephora does. They didn’t focus on the sets of either the same perfume or a pre-selected combo (a complete waste of money – unless someone plans to split the set) or gift sets with both a full bottle and its mini travel companion (slightly more interesting if the mini size is added free to the full bottle price, and that full bottle can’t be bought somewhere else at a discounted price). Instead, they went directly to stocking up 200+ single travel bottles of 7.5-10 ml within a price range between $22 and $75.
Even though I wasn’t their target audience, I benefited from that brilliant marketing plot: even knowing that the brand was leaving the US, I wouldn’t have bought a full bottle of this perfume. But with a cute 10 ml bottle for around $30 – how could I have resisted?
Iris Rebelle by Atelier Cologne, created in 2018, with the notes Calabrian bergamot, orange blossom, black pepper, iris, lavender, May rose, white musk, guaiac wood and patchouli, is a nice addition to my collection. It is perfect if I’m in the mood for a short-lived scent (pleasant, mind you!) that I can either discreetly reapply in approximately an hour from that pen-like bottle that fits any purse or replace it with another scent without risking them clashing.
I’m not sure if Iris Rebelle is still available anywhere (other than from discounters), but if you need more information, see the review from Lucas (Chemist in the Bottle) that pushed me to try this perfume. But whatever you do, do not check Sephora’s “Mini size” section for Fragrances: you might be blinded by the brilliance of the offered selection.
Image: my own